Netflix made a big bet on video games. Not even 1% of their subscribers are playing them

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At the intersection between the attention economy and the war of streaming There are several actors, and Netflix stands out above all of them: the only service that does not have great support behind it or other sources of business (such as Apple, Amazon or HBO among others) is the one that has increased its prices the most, and one of the last maneuvers he used to justify them and retain his subscribers was announce the introduction of video games as part of its catalog just a year ago. The idea, to launch about 50 games throughout 2022 as a launch. At the moment it has published 24.

However, this strategy is far from being successful. The games accumulate 23.3 million downloads but only 1.7 million people are playing them according to reports CNBC citing data from Apptopia, one of the leading mobile application market intelligence consultants. Netflix has just over 220 million subscribers, so that means not even 1% of their subscribers are playing them.

Not even the fourth season of Stranger Things has triggered downloads

It may be early to draw conclusions and only time will dictate whether or not this strategy has finally become a success, also depending on the target figures Netflix set for the launch of its first games. Even so, a percentage less than 1% sounds too low for any standard.

It may be too early to draw conclusions, but Netflix games are a long way from replicating the global successes of its franchise series.

These early games include titles like Exploding Kittens, into the dead 2, Asphalt Extremeor adaptations of one of his biggest hits, Stranger Things: 1984 Y Stranger Things 3: The Gamewho have also had the opportunity in recent months to build on the success of the fourth season of the series.

One of the titles projected for the second half of 2022 is another adaptation of Lady’s Gambit, another of the series that most catapulted Netflix at the end of 2020; as well as another from La Casa de Papel.

Netflix premieres in August 2022: 64 original series, movies and documentaries

Netflix has already warned of the experimental nature of this incursion and in a letter to his investors he admitted that Epic, YouTube and TikTok were some of his main rivals for screen time among his subscribers. A vision that comes from afar: in January 2019 he warned that Fortnite was more competition than HBO, a priori his direct rival.

Netflix is ​​not yet a brand that is massively associated with video games. Even someone like Apple is having a hard time; his commitment to Apple Arcade is nothing more than an anecdote three years later. We will see if Netflix gets the biggest, although at the moment it is far away.

At the intersection between the attention economy and the war of streaming There are several actors, and Netflix stands out…

At the intersection between the attention economy and the war of streaming There are several actors, and Netflix stands out…

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